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Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management, 2nd Edition

ISBN: 978-0-471-47064-9
Paperback
672 pages
April 2004
Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management, 2nd Edition (0471470643) cover image
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Acknowledgments.

About the Authors.

Introduction.

Chapter 1: Why and What Is Data Mining?

Chapter 2: The Virtuous Cycle of Data Mining.

Chapter 3: Data Mining Methodology and Best Practices.

Chapter 4: Data Mining Applications in Marketing and Customer Relationship Management.

Chapter 5: The Lure of Statistics: Data Mining Using Familiar Tools.

Chapter 6: Decision Trees.

Chapter 7: Artificial Neural Networks.

Chapter 8: Nearest Neighbor Approaches: Memory-Based Reasoning and Collaborative Filtering.

Chapter 9: Market Basket Analysis and Association Rules.

Chapter 10: Link Analysis.

Chapter 11: Automatic Cluster Detection.

Chapter 12: Knowing When to Worry: Hazard Functions and Survival Analysis in Marketing.

Chapter 13: Genetic Algorithms.

Chapter 14: Data Mining throughout the Customer Life Cycle.

Chapter 15: Data Warehousing, OLAP, and Data Mining.

Chapter 16: Building the Data Mining Environment.

Chapter 17: Preparing Data for Mining.

Chapter 18: Putting Data Mining to Work.

Index.

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